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ePaper created 2014-04-29, 17:58:02 | version 1.30.00
There are both very successful online-only stores such as Amazon and very successful offline-only stores such as Primark, and the fu- ture of getgoods.de is no more questionable than that of ProMarkt. Smart linking of the respective benefits of the online and offline spheres holds vast promise. It is clear that multi-channel concepts are growing in significance, and where they make sense – which is not the case for all products and all brands – online spending can boost sales in stores, and vice versa. You then get something greater than the sum of the parts. GfK surveys show that customers regard the freedom to decide when, where and how to make purchases as the greatest benefit of multi- channelling. Retailers that offer customers the option of the most con- venient or advantageous way to shop can more than make up for de- clining sales at bricks and mortar stores through online orders. The future sales structure of a traditional retailer following the successful rollout of a multi-channel model might look as follows: There are already a whole host of different multi-channel concepts in operation. Here are just a few examples of the forms they take, bear- ing in mind that this is a very fast-evolving area. 1. CLICK & COLLECT Goods are ordered online and collected from or returned to a store. The benefit is that unlike when orders are delivered to the doorstep, customers retain the autonomy to accept the goods, obtain additional support and if necessary return the item immediately. UK figures sug- gest that this business could grow to around 20% of total store sales in just a few years, making up for possible decreases in pure in-store sales. Gravis puts the pick-up rate of its click and collect concept at just under 30%, while the equiva- lent programmes at MediaMarkt and Saturn represent as much as 40–45% of all online sales. AIMPACT: Retailers will increasingly need more small stores, in order to have a dense network of collection lo- cations; additional branches or collection-only points could be set up at high-footfall locations and transport hubs. Some stores will, however, need greater storage space to hold goods ordered online. 2. DIGITAL SHOPPING CENTERS Center managers operate an online store for the tenants of their shopping centers or for a portfolio of shopping centers. This online shop can be used to prepare for a physical visit to one of the centers, to check products and prices or to make a direct purchase. It enables the shop- ping center to expand its breadth of services and products. The boundaries between offline and online are disappear- ing, and both channels benefit from this process. Altarea Cogedim was a trail-blazer in this regard, with its “Rue du Commerce”, established in 2011. ECE and Unibail are con- templating similar models. A A A A A 60 50 40 30 20 10 0 BREAKDOWN OF A FASHION RETAILER’S SALES Pure online purchases Ordered in store, dispatched by post Ordered online, collected in store Online research, purchased in store Pure in-store purchases 2008 2010 20172012 2022 DEUTSCHEEUROSHOPANNUALREPORT2013/SHOPPING 030